14 July 2010

Every week up until the Great Launch I am highlighting a colour that was considered for the winner, but just missed out, and the reasons why.

This week's runner up was ID; dreamt up by Freja.

Her blog post [unfortunately posted as private, so I can't link to it] told us about her ideas in more depth...

"White is not a colour I have ever considered really putting on my nails. It has always been reserved for tipping a french manicure and to be honest, has always ended up looking like Tippex whenever I have experimented with it anyway.

But, for some reason lately, I have been envisaging it as the next big colour for nails and definitely for me. To me it is a natural and obvious progression from the muted mushroomy Chanel Particulière and from the pale pastels of Chanel Jade and Illamasqua's own Pastel Nails collection. White with a hint of black."

"I chose to call my colour ID and it is a colour I would describe as "dead white". Not bright, stark, true white, but white if it had gone stale and with a very slight touch of grey when compared to full white. It is thick and creamy in texture and would have a satin finish rather than plainly matte or glossy. It is essentially a white nail varnish containing a hint or black. However, the colour is not a "grey" and could never be described so. It would be white that only became apparenthttp://www.blogger.com/img/blank.gifly dirty when compared to a true white. A contradictory (but equally as grungy and gothic) alternative to black nail colour."

Although pale, ID is inspired by a dark side of being human; a side of secrets, deepest thoughts, fantasies and a need to conceal them. An absence of colour, ID is subconsciously contradictory; an attempt to avoid exposure whilst our inner narcissist invites the onlooker to wonder "who are you?"

I loved this; I loved the thought behind it and the dirty white idea and the satin finish as opposed to matte or glossy that would give it a real edge. We briefed it into our development team who sent us this sample to review...

So what were our thoughts? Well, it just looked too white. And that's such a difficult colour to pin down! It was a dirty white, yes, but the other colours they sent us looked too grey and that was specifically what Freja didn't want. We already retail a white Nail Varnish and in all honesty, it's not a top seller. So to run this alongside it just didn't make much commercial sense. When you stand the bottles up next to each other on a counter, it would be difficult to tell the difference.

6 comments:

I was wondering how that kind of colour would be achieved without being either too white or too grey.I do actually quite like that colour, I'd probably buy it but as you already sell a very similar shade, I'll probably just buy that now.=)I really like the description and thought behind it, the writing is great, i really felt where it was coming from!

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Illamasqua is a heady cocktail of cultures - it combines a rich heritage and product knowledge with the creativity and expertise of Illamasqua's team of leading make-up artists. A night-time make-up that brings premium, professional products within reach of the high street.
Illamasqua is for the bolder, darker person hiding inside us. It is an act and an attitude. A symbol of tolerance. A celebration of idiosyncrasies. A confident statement of self-ownership and self-expression.
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Ode To My Alter Ego

My alter ego is the person I want to become.She's darker, bolder, braver.She's a more interesting version of me.She doesn't hold back.She doesn't give a damn.Sometimes, I let myself become my other I.When she walks out and takes over,I fall in love with who I am.